Choosing Brand Elements

CHOOSING BRAND ELEMENTS

BYRAKU BORDEORIMBA IIyr (08-10)

DEPARTMENT OF MANAGEMENT STUDIESPONDICHERRY UNIVERSITY

Brand Elements

• Brand elements are those trademarkable devices that identify and differentiate the brand.

BRAND ELEMENTS CHOICE CRITERIA

• There are six main criteria for choosing brand elements.

The first three-

• Memorable• Meaningful• Likable- are

“brand building”

The latter three-• Transferable• Adaptable• Protectable- “defensive” and deal with how to leverage and

preserve the equity in a brand element in the face of opportunities and constraints.

MEMORABLE

• How easily is the brand element recalled and recognized.

Short brand names.

MEANINGFUL• Is the brand

element credible and suggestive of the corresponding category.

Inherent meaning.

LIKABLE• How aesthetically

appealing is the brand element.

Concrete brand names.

TRANSFERABLE • Can the brand element be used to

introduce new products in the same or different categories.

Brand equity across geographic boundaries and market segments.

ADAPTABLE• How adpatable and updatable

is the brand element. Changed to synchronize with

the changing consumer perceptions and preferences.

PROTECTIBLE• How legally protectible is the

brand element. How competively protectible.

Names that become synonymous with product categories.

REFERENCES

• Marketing Management, Thirteen edition, A South Asian Perspective. Philip Kotler, Kevin lane Keller, Abraham Koshy, Mithileshwar Jha.

• LOOKING FORWARD FOR YOUR INPUTS OR COMMENTS.